INTRODUCTION

INTRODUCTION
DEFINITION OF ADVERTISING The word advertising originates from a Latin word advertise, which means to turn to. The dictionary meaning of the term is to give public notice or to announce publicly. Advertising may be defined as the process of buying sponsor-identified media space or time in order to promote a product or an idea. The American ar!eting Association, "hicago, has defined advertising as any form

of non-personal presentation or promotion of ideas, goods or services, by an identified sponsor.

What Advertisement Is? Advertisement is a mass communicating of information intended to persuade buyers to by products with a view to ma#imi$ing a company%s profits. The elements of advertising are& 'i( )t is a mass communication reaching a large group of consumers. 'ii( )t ma!es mass production possible. 'iii( )t is non-personal communication, for it is not delivered by an actual person, nor is it addressed to a specific person. 'iv( )t is a commercial communication because it is used to help assure the advertiser of a long business life with profitable sales. 'v( Advertising can be economical, for it reaches large groups of people. This !eeps the cost per message low.

'vi( The communication is speedy, permitting an advertiser to spea! to millions of buyers in a matter of a few hours. 'vii( Advertising is identified communication. The advertiser signs his name to his advertisement for the purpose of publici$ing his identity. What is Included in Advertisin ? 'i( The information in an advertisement should benefit the buyers. )t should give them a more satisfactory e#penditure of their rupees. 'ii( )t should suggest better solutions to their problems. 'iii( The content of the advertisement is within the control of the advertiser, not the medium. 'iv( Advertising without persuasion is ineffective. The advertisement that fails to influence anyone, either immediately or in the future, is a waste of money. 'v( The function of advertising is to increase the profitable sales volume. That is, advertising e#penses should not increase disproportionately. Advertisin includes the !"ll"#in !"rms "! messa es& The messages carried in+ewspapers and maga$ines, -n radio and television broadcasts, "ircular of all !inds, 'whether distributed by mail, by person, thorough tradesmen, or by inserts in pac!ages(, .ealer help materials, /indow display and counter 0 display materials and efforts, 1tore signs, motion pictures used for advertising, +ovelties bearing advertising messages and 1ignature of the advertiser, Label stags and other literature accompanying the merchandise. 2

What is e$cluded !r"m Advertisin ? Advertising is not an e#act science. An advertiser%s circumstances are never identical with those of another, he cannot predict with accuracy what results his future advertising efforts will produce. 'i( Advertising is not a game, because if advertising is done properly, both the buyer and the seller benefit from it. 'ii( Advertising is not a toy. Advertiser cannot afford to play with advertising. Advertising funds come from sales revenue and must be used to increase sales revenue. 'iii( Advertisements are not designed to deceive. The desire and hope for repeat sales insures a high degree of honesty in advertising. The activities e$cluded !r"m advertisin are% The offering of premiums to stimulate the sale of products, The use of e#hibitions and demonstrations at fairs, show and conventions, The use of samples and activities, involving news releases and the activities of personal selling forces, The payment of advertising allowances which are not used for advertising, The entertainment of customers

Advertisin O&'ectives 3ach advertisement is a specific communication that must be effective, not 4ust for one customer, but for many target buyers. This means that specific ob4ectives should be set for each particular advertisement campaign. Advertising is a form of promotion and li!e a promotion, the ob4ectives of advertising should be specific. This re5uires that the target consumers should be specifically identified and that the effect which advertising is intended to have upon the consumer should be clearly indicated. The ob4ectives of advertising were 6

traditionally stated in terms of direct sales. +ow, it is to view advertising as having communication ob4ectives that see! to inform persuade and remind potential customers of the worth of the product. Advertising see!s to condition the consumer so that he7she may have a favourable reaction to the promotional message. Advertising ob4ectives serve as guidelines for the planning and implementation of the entire advertising programme.

The &asic "&'ectives "! an advertisin (r" ramme ma) &e listed as &el"#% 'i( To stimulate sales amongst present, former and future consumers. )t involves a decision regarding the media, e.g., T8 rather than print , 'ii( To communicate with consumers. This involves decision regarding copy , 'iii( To retain the loyalty of present and former consumers. Advertising may be used to reassure buyers that they have made the best purchase, thus building loyalty to the brand name or the firm. 'iv( To increase support. Advertising impliedly bolsters the morale of the sales force and of distributors, wholesalers, and retailers, , it thus contributes to enthusiasts and confidence attitude in the organi$ational. & 'v( To pro4ect an image. Advertising is used to promote an overall image of respect and trust for an organi$ation. This message is aimed not only at consumers, but also at the government, shareholders, and the general public.

Im("rtance "! Advertisin :enerally, advertising is a relatively low-cost method of conveying selling messages to numerous prospective customers. )t can secure leads for salesmen and middlemen by convincing readers to re5uest more information and by identifying outlets handling the product. )t can force middlemen to stoc! the product by building consumer interest. )t can help train dealers salesmen in product uses and applications. )t can build dealer and consumer confidence in the company and its products by building familiarity. Advertisin is t" stimulate mar*et demand. /hile sometimes advertising alone may succeed in achieving buyer acceptance, preference, or even demand for the product, it is seldom solely relied upon. Advertising is efficiently used with at least one other sales method, such as personal selling or point-of-purchase display, to directly move customers to buying action. Advertising has become increasingly important to business enterprises 0both large and small. -utlay on advertising certainly is the voucher. +on-business enterprises have also recogni$ed the importance of advertising. The attempt by army recruitment is bases on a substantial advertising campaign, stressing the advantages of a military career. The health department populari$es family planning through advertising Labour organi$ations have also used advertising to ma!e their viewpoints !nown to the public at large. Advertising assumes real economic importance too. Advertising strategies that increase the number of units sold stimulate economies in the production process. The production cost per unit of output is lowered. )t in turn leads to lower prices. Lower consumer prices then allow these products to become available to more people. 1imilarly, the price of newspapers, professional sports, radio and T8 programmes, and the li!e might be prohibitive without advertising. )n short, advertising pays for many of the en4oyable entertainment and educational aspects of ;

contemporary life. Advertising has become an important factor in the campaigns to achieve such societal-oriented ob4ectives such as the discontinuance of smo!ing, family planning, physical fitness, and the elimination of drug abuse. Though in )ndia, advertising was accepted as a potent and recogni$ed means of promotion only *9 years ago, its growing productive capacity and output necessitates the finding of consumers and advertising plays an important role in this process. Advertising helps to increase mass mar!eting while helping the consumer to choose from amongst the variety of products offered for his selection. )n )ndia, advertising as a profession is in its infancy. <ecause of this fact, there is a tremendous scope for development so that it may be productively used for the benefit of producers, traders, consumers, and the country%s economy. Re("siti"nin and Re+(r"m"tin Or anics /hen -rganics was first launched on the platform of root nourishing shampoo, consumers were sceptical towards the positioning. +o one wanted to spend thirty si# percent e#tra when compared to =antene. "onsumers were happy using coconut oil to strengthen the roots. /hat did Levers do to push the product> ?<uy one get one free?'<-:-@( on every small pac! of -rganics. The surprising aspect is that this promotion failed to wor! for Levers. The ne#t step that ALL too! was of repositioning -rganics. They found out that the common problem in )ndia was hair brea!age. :lucosil was added to the product for healthy hair and the product was now revamped on the grounds of beautiful and healthy hair /here promotion was concerned, ALL used an entirely new outlet - boo!storesB "ontests were conducted there and the winners were given -rganics hampers. This e#ercise helped a lot in brand recall thereby placing -rganics on the map of the consumers% mind. C

That%s the power of sales promotions in building a brandB 1uper 1aver -ffer for ?All Around .ecay =rotection?. <uy *DDg plus a 1DDg tube with a "olgate 3#tra "lean Toothbrush in a @amily 8alue =ac! for Es. F*7-. Save Rs, -./+, "olgate a#fresh :el is

the first toothpaste infused with cooling crystals giving you a whole new dimension of freshness. :et a 19Dg plus a FDg tube with a "olgate 3#tra "lean Toothbrush in a @reshness 8alue =ac! for Es. CG7-. Save Rs, 01/+,

Toiletries Soaps and Shampoos The toilet soaps mar!et is estimated at 92D,DDD turnover per annuum including small imports. The mar!et is littered over with several, leading national and global brands and a large number F

of small brands, which have limited mar!ets. The popular and premium brands include Lifebuoy, Lu#, "inthol, Liril, Ee#ona, and +irma. 1oaps form the largest pie of the @ ": ar!et with bathing H toilet soaps accounting for around 2DI of the soap mar!et, by value. "urrently, the soap industry is divided into three segments namely =remium, =opular and 3conomy7 1ub popular To fight competition, ma4or players Aindustan Jnilever Ltd 'AJL(, :odre4 "onsumer =roducts Ltd ':"=L( and /ipro "onsumer "are H Lighting are now drawing up fresh game plans. And the accent is clearly on innovation to gain mind share as well as mar!et share in this overcrowded category. Eemember the K)s it love> +o it%s .ove% ads> )n the 1GGDs, when everything had to be low priced, consumer goods ma4or Aindustan Jnilever launched a brand of soap that was considered e#pensive, frightfully e#pensive , for the times we lived in. @or about Es 2D for a bar, it was nearly twice as e#pensive as any toilet soap brand that was then sold in )ndia. This was a time when hanging out for coffee was at the neighbourhood Jdupi restaurant that charged Es ; for a serving and not the <arista where a mug of coffee cost Es 9D. To get consumers living with that mindset to graduate to a brand li!e .ove was a big leap. "ertainly the well-traveled )ndian consumer who had seen and touched the brand abroad were the first set that moved towards the brand for its superior and gentle on s!in properties. -thers who sampled the brand had mi#ed opinions. -ccasionally you heard the sob story from a neighbour on how a .ove bar got over in 4ust four days, when the Es 1D soap lasted for a month, giving rise to rather un!ind remar!s that .ove was 176 moisturiser and 276 love. This set of consumers used the bar for washing the face while a less costly soap would be used for the rest of the body, a value-for-money approach. @rom those use-for-special occasion days, .ove has come a long way. AJL e#ecutives G

claim that .ove has grown by 1DDI in shampoos and *2 by 6*I in soaps. .ove is the largest premium brand in the Aindustan Jnilever portfolio, says Ea4aram +arayanan, vice president, hair care and La!me, AJL. +ow the .ove portfolio delivers Es 9DD crore in sales. Real W"men Face Test The faces that represent the Es 9DD crore premium brand are of ordinary women. The faces that represent Aindustan Jnilever%s 'AJL( biggest premium soap brand are not familiar. @or, they represent 11 ordinary women who won .ove%s Eeal /omen @ace Test 0 a campaign that received over 6,9DD entries. Eecently the fast moving consumer goods ma4or put all of them on billboards, newspapers and on television to endorse the Es 9DD crore brand in a high voltage advertisement campaign. That%s .ove%s way of going off the beaten trac! in its communication strategy. Jnli!e other soap advertisements, the premium brand did not use the usual models or movie stars. )nstead, it got real women who use the product to give testimonials of their e#perience with the brand. )n ay *DDC, AJL launched .ove

shampoo from Jnilever%s portfolio. @or .ove%s hair wash variant too, AJL initiated huge sampling in malls by setting up counters where consumers could get their hair washed and then photographed. These pictures were showcased in the .ove :allery. As a result, testimonials were not 4ust on T8, but also online through consumer-generated content and in print. The same year, the company also launched shampoo sachets priced at 9D paise each in an effort to increase penetration and usage of the product in rural and poor households Jntil these launches AJL%s presence in shampoos has largely been restricted to so-called midpriced shampoos with its "linic and 1unsil! brands and their variants. The changes seem to have wor!ed for the company. According to research firm A" +ielsen, AJL%s share in the haircare business went up by one percentage point from 6CI in the first 5uarter of *DDC 1D

to 6FI in the .ecember 5uarter. )n comparison, its nearest rival =rocter and :amble%s '=H:( share fell from *9I to *2.2I. .ove is a classic case of consistency especially in a country li!e )ndia where people have come of age in terms of affluence. The soap%s advertisements are very timely. 1ales of the soap have been growing at over 6D per cent annually and the recently launched shampoo variant at 1DD per cent. .ove is now almost a Es 9DD crore brand, with soaps accounting for around half of that figure. The rest comes from hair care, a category launched two years ago.

1antoor, )ndia?s third-highest selling soap brand, and 1outh )ndia?s second biggest soap brand has been built assiduously with advertising that has presented the 1antoor /oman in a ?mista!en identity? situation. The campaign, which is in its *Dth year, !eeps getting refreshed every two years. /omen want their s!in to lie about their age. The image managers of 1antoor, which has become the largest selling soap brand in 1outh )ndia, has made that the main selling point of their promotion campaign over the years. =reviously in tune with the mood of the country 1antoor came out with a film that shows the 1antoor woman entering a voting booth, to cast her vote, only to be stopped for ?age proof?. Again a new interpretation of the mista!en identity theme.

A eless s*in cam(ai n -ver the years pricing obviously played a crucial part. 1antoor was originally launched in 1GF9 as an ordinary soap with sandalwood and turmeric being its main ingredients. Though oti and ysore 1andal soap were the other brands which had

sandal as main ingredient, they were available for a premium. /ipro tried to position the

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soap in the s!incare segment at a popular pricing. Aowever, when the company realised that by ban!ing on ingredients may not bring good results for long, it decided to reposition the brand from being ingredient-oriented to benefit-oriented on a platform of Kyounger loo!ing s!in%. The theme of Kageless s!in%, captured first in a T8 advertisement *D years bac!, has remained constant over the years. And the company intends to !eep it that way as long as it%s bringing the right results. /hile the theme has remained constant, the 1antoor woman has evolved. )n the first two years, the 1antoor woman was at a wedding ceremony, she was buying bangles, she was buying a boo! etc. After that she began going to aerobics classes, and then after four-five years we too! her to do dress designing. )nterestingly 1antoor had come out with a cric!et film in time for the /orld "up. As a result of the campaign women see themselves in every single 1antoor soap ad. That may not be an e#aggeration as women are surely buying the soap in large numbers. )n the first 5uarter of the last fiscal, 1antoor became the largest brand in its category in 1outh )ndia in value mar!et share, though the company has 4ust C.9 per cent share in the )ndian personal care soap mar!et worth around Es F,DDD crore. )n other mar!ets, 1antoor has gradually begun to garner mar!et share. )n aharashtra, it is number three in terms of value though the brand is almost nec!-and-nec! with Lifebuoy in rural per cent(. aharashtra, with a mar!et share of **.C per cent 'Lifebuoy is at **.G

1*

Fair and lovely scholarship The @air H Lovely scholarships are awarded annually to deserving young girls who intend to pursue higher education in )ndia leading to :raduation, =ost-:raduation and =h.. Awarded by the @air H Lovely @oundation, the Es 1DD,DDD (J1 L *9DD( scholarship is meant for women Kwith an aptitude and ambition to achieve their goals%. To provide visibility and synergy to the @air H Lovely "ampaign Eeliance "ommunications% E /orld platform was thought to be the best medium for advertising the 1cholarship programme for women as it gives a high reach in the desired target group The @oundation specifically targets women who are from the low-income groups in the rural and urban )ndia. This being a "1E activity the ob4ective was to enable lead generation of potential women candidates with a cost effective campaign as Aindustan Jnilever Ltd did not include the traditional media 0 T8 H =rint in its plan. To brea! free from the clutter of the traditional medium and be the first brand under the Aindustan Jnliver Limited umbrella to e#plore the mobile platform which has never been used by the company in )ndia before. )nduce call for action by enticing the user to fill in personal important details after sharing the 1cholarship and @air H Lovely @oundation information which then could be followed upon to shortlist the applications received. <anner Advertising& @air H Lovely 1cholarship clic!able banner on top of the screen on the ain enu of the Eeliance

obile /orld in /A= handsets.

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Im(act "! Advertisin %

The identity of brand, from the perspective of consumers, is the foundation of a good brand-building program. 3ffective brand management encompassing brand personality is of paramount importance in reaching the overall company goals of satisfaction, loyalty, and profitability. Advertising effectiveness can be measured by brand and advertising evaluations. The purpose of this paper is to analyse the strategies of effective brand building and managing the same with reference to ac5uiring optimum customer value for long-run competitive gains. The 1tudy which ) had done in this was about to analy$e the advertising effectiveness of Aindustan Jnilever Limited and its effect on consumer buying behavior. @irst of all ) had to go with some past studies which are called Literature review to !now the way of completing the pro4ect or some valuable ideas regarding my studies. After literature review, ) came to !now that what variable ) should include in my study, considering those variables ) prepared the 5uestionnaire to !now the desired results and chec!ed it with one small sample i.e. 1D people. .uring testing the 5uestionnaire, ) came to !now some points which i had to change in the 5uestionnaire to put off the confusion of the respondents. Then ) collected the data of 9D people using convenient sampling. )nformation was collected related to the effect of advertising on consumer buying behavior with the help of a 5uestionnaire.

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I23ACT OF ADVERTISE2ENT

Advertising has an important effect on a country%s economy, society, culture, and political system. This is especially true in the Jnited 1tates where the advertising industry plays such a prominent role.

-, Ec"n"mic Im(act

ost economists believe that advertising has a positive impact on the economy because it stimulates demand for products and services, strengthening the economy by promoting the sale of goods and services. anufacturers !now that

advertising can help sell a new product 5uic!ly, enabling them to recoup the costs of developing new products. <y stimulating the development of new products, advertising helps increase competition. any economists believe that increased

competition leads to lower prices, thereby benefiting consumers and the economy as a whole. These economists also argue that by interesting consumers in purchasing goods, advertising enables manufacturers and others to sell their products in larger 5uantities. The increased volume of sales enables companies to produce individual units at lower costs and therefore, sell them at a lower price. Advertising thus benefits consumers by helping lower prices.

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-ther economists, however, believe that advertising is wasteful. They argue that the cost of advertising adds to the cost of goods and that most advertising simply encourages consumers to buy one brand rather than another. According to this view, advertising simply moves sales from one company to another, rather than increasing sales overall and thereby benefiting the economy as a whole. 0, S"cial Im(act Advertising can have wide-ranging repercussions on a society. 1ome critics suggest that advertising promotes a materialistic way of life by leading people to believe that happiness is achieved by purchasing products. They argue that advertising creates a consumer culture in which buying e#citing new products becomes the foundation of the society?s values, pleasures, and goals. -ther critics e#press concern over the way advertising has affected women and racial minority groups. Ads in the 1G9Ds depicted women primarily as decoration or se# ob4ects. Although millions of women wor!ed outside the home in the 1G;Ds, ads continued to focus on their role as homema!ers. /hether owing to the feminist movement or to women?s increasing economic power, after the 1G;Ds it became more common to see women depicted in professional roles. Aowever, many ads today still emphasi$e a woman%s se#uality. The way advertising has depicted racial minorities has also been harmful. =rior to 1G;D, African Americans were usually shown in a subordinate position. .ue to the influence of the civil rights movement, however, advertisers by the 1GFDs had 1;

begun to depict African Americans as students, professionals, or business people. Aowever, many African American organi$ations and community activists continue to ob4ect to the way that alcohol and tobacco companies have seemingly targeted low-income minority communities with a heavy preponderance of outdoor advertising for their products. As ads have begun to more fully reflect the lives of women and African Americans in the Jnited 1tates, increasing attention has been paid to the way in which advertising shows other ethnic groups, including Aispanics, Asians, +ative Americans, and 3astern 3uropeans. There is still considerable debate over how advertising influences public perception of gender and of particular ethnic groups. Advertising has a ma4or social impact by helping sustain mass communications media and ma!ing them relatively ine#pensive, if not free, to the public. +ewspapers, maga$ines, radio, and broadcast television all receive their primary income from advertising. /ithout advertising, many of these forms of mass communication might not e#ist to the e#tent that they do today, or they might be considerably more e#pensive, offer less variety, or even be sub4ect to government control through subsidies. )n-depth news programs, a diversity of maga$ines, and free entertainment might no longer be widely available. At the same time, however, some critics warn that because advertising plays such a ma4or economic role, it may e#ercise undue influence on the news media and thereby curtail the free flow of information in a free society. Eeporters and editors, for e#ample, may be hesitant to develop a news story that critici$es a ma4or 1C

advertiser. As a result, society might not be alerted to harmful or potentially harmful conduct by the advertiser. ost members of the news media deny that pressure from

an advertiser prevents them from pursuing news stories involving that advertiser, but some members of the media ac!nowledge that they might not be inclined to investigate an issue aggressively if it threatened to offend a ma4or advertiser. Advertisers may affect media programming in other ways, too, critics charge. @or e#ample, companies that sponsor T8 programs prefer relatively wholesome, noncontroversial programming to avoid offending a mass audience. This preference causes T8 networ!s to emphasi$e this type of programming. The result is that society may be denied the benefits of being able to view challenging or highly original entertainment programs or news programs on controversial issues. <ecause advertisers are especially interested in attracting the 1F to 26 year olds who account for most consumer spending, television shows are often developed with this audience in mind. )f the ratings show that a program is not attracting large audiences, particularly among 1F to 26 year olds, advertisers often withdraw support, which causes a program to be canceled. As a result, shows that are more li!ely to interest and to be of value to older audiences are not produced. The impact of television on young children has received much attention. Eesearch suggests that children see television advertising as 4ust another form of programming and react uncritically to its messages, which ma!es them especially vulnerable to advertising. There is also concern about the way in which adolescent girls respond to advertising that features beautiful, thin models. Eesearch indicates 1F

that many adolescent girls are unduly influenced by this standard of beauty, become dissatisfied with their own bodies, and may develop eating disorders in pursuit of a thin figure. +ew research suggests that adolescent boys are also being influenced by advertising images of bul!ed-up, buffed bodies. As a result, many become dissatisfied with their own body image, devote large amounts of time to weightlifting, and may even ta!e drugs that have harmful side effects in order to develop more muscle. Those over the age of ;D are thought to be less influenced by advertising, but some elderly people no longer process messages as easily as younger people, ma!ing them more susceptible to 5uestionable advertising claims.

4, 3"litical Im(act Advertising is now a ma4or component of political campaigns and therefore has a big influence on the democratic process itself. )n 1GGF more than L6;C million was spent on election campaigns in the Jnited 1tates. That amount of spending placed political advertising in the ran!s of the country%s 2D leading advertisers that year. =olitical advertising is a relatively new development in J.1. history. Advertising professionals did not become involved in electoral campaigns until the 1G9Ds. <ut since then, political advertising has grown in sophistication and comple#ity. =olitical advertising enables candidates to convey their positions on important issues and to ac5uaint voters with their accomplishments and personalities. Television advertising is especially effective for candidates running for national or

1G

statewide office because it can reach so many people at once. "andidates can also use advertising to respond effectively to the charges of their opponents. 8arious campaign finance reform proposals, however, have tried to address the impact of television advertising on political campaigning. <ecause of the high cost of television ads, the costs of political campaigns have s!yroc!eted, ma!ing it necessary for candidates to raise money continually, even after they have been elected to office. "ritics say this factor 4eopardi$es the democratic process by ma!ing elected officials beholden to wealthy contributors and by ma!ing it more li!ely that only the wealthy will run for office. 1ome reform proposals have called for free airtime, but television and radio networ!s have resisted this idea. "ritics of political advertising also charge that the 2D-second television spot has become more important to a political campaign than a thorough discussion of the issues. As a result, voters are bombarded with image advertising rather than being ac5uainted with the candidate%s positions. They contend that this practice is harmful to good government. )ssues are simplified, and candidates are pac!aged and sold much li!e a consumer product, thereby distorting the political process. 5, Cultural Im(act Advertising can affect cultural values. 1ome advertising messages, for e#ample, encourage aggressive individualism, which may clash with the traditional cultural values of a country where the collective or group is emphasi$ed over the individual or humility or modesty is preferred to aggressiveness. /ith the globali$ation of the world economy, multinational corporations often use the same *D

advertising to sell to consumers around the world. 1ome critics argue that advertising messages are thus helping to brea! down distinct cultural differences and traditional values, causing the world to become increasingly homogeneous. any advertising campaigns, however, have universal appeal, overriding cultural differences, or they contribute to culture in a positive way. Aumor in advertising has made many ad campaigns widely popular, in some cases achieving the status of fol!lore or ta!ing on new life in another arena. @or e#ample, a popular ad campaign for a fast-food chain with the slogan /here%s the beef> became part of the 1GFD .emocratic presidential primary campaign between :ary Aart and /alter ondale. The ad ridiculed a competitor by depicting a small hamburger patty

dwarfed by a huge bun. .uring a primary debate one of the candidates used the ad slogan to suggest that his opponent%s campaign lac!ed substance.

Im("rtance "! measurin the E!!ectiveness "! Advertisin 6-7 It acts as a Sa!et) measure Testing effectiveness of advertising helps in finding out ineffective advertisement and advertising campaigns. )t facilitates timely ad4ustments in advertising to ma!e advertising consumer oriented and result oriented. Thus waste of money in faulty advertising can be avoided. 607 3r"vides !eed&ac* !"r remedial measures Testing effectiveness of advertising provides useful information to the advertisers to ta!e remedial steps against ineffective advertisements. 647 Av"ids ("ssi&le !ailure *1

Advertisers are not sure of results of advertising from a particular advertising campaign. 3valuating advertising effectives helps in estimating the results in order to avoid complete loss. 657 T" 'usti!) the Investment in Advertisin The e#penditure on advertisement is considered to be an investment. The investment in advertising is a mar!eting investment and its ob4ectives should be spelt out clearly indicating the results e#pected from the campaign. The rate and si$e of return should be determined in advance. )f the e#pected rate of return is achieved in terms of additional profits, the advertisement can be considered as effective one. 687 T" *n"# the c"mmunicati"n E!!ect The effectiveness of the advertisement can be measured in terms of their communication effects on the target consumers or audience. The main purpose of advertising is communicated the general public, and e#isting and prospective consumers, various information about the product and the company. )t is therefore desirable to see! post measurements of advertising in order to determine whether advertisement have been seen or heard or in other words whether they have communicated the theme, message or appeal of the advertising.

697 C"m(are t#" mar*ets Jnder this procedure, advertising is published in test mar!ets and results are contrasted with other. ar!ets 0 so called control mar!ets 0 which have had the regular

advertising program. The measurements made to determine results may be measurements of **

change in sales, change in consumer attitudes, changes in dealer display and so on depending upon the ob4ectives sought by the advertiser.

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O:;ECTIVES OF T<E STUD=

*6

O:;ECTIVES OF T<E STUD=

To study the types of advertisements. To !now the basic concepts of customers creation H retention. To study effectiveness of advertisements i.e. on sales, profitability as well as customer%s loyalty towards the AJL products in oradabad city. To study the perception of consumers towards the product due to advertisement. To find the ways to ma!e the advertising strategies more effective.

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CO23AN= 3ROFI>E

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CO23AN= 3ROFI>E

Aindustan Jnilever Limited has traditionally been a company, which incorporates latest technology in all its operations. The Aindustan Jnilever Eesearch "entre 'AJE"( was set up in 1G9F, and now has facilities in umbai and <angalore. AJE" and the :lobal

Technology "enters in )ndia have over *DD highly 5ualified scientists and technologists, many with post-doctoral e#perience ac5uired in the J1 and 3urope.

Aindustan Jnilever Limited is )ndia%s largest @ast

oving "onsumer :oods "ompany,

touching the lives of two out of three )ndians with over *D distinct categories in Aome H =ersonal "are =roducts and @oods H <everages. Aindustan Jnilever Limited is also one of the country%s largest e#porters, it has been recogni$ed as a :olden 1uper 1tar Trading Aouse by the :overnment of )ndia. The mission that inspires Aindustan Jnilever Limited%s over 19,DDD employees, including over 1,2DD managers, is to add vitality to life. AJL meets everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, loo! good and get more out of life. The products of Aindustan Jnilever Limited are manufactured over 6D factories across )ndia. The operations involve over *,DDD suppliers and associates. Aindustan Jnilever Limited%s distribution

networ!, comprising about 6,DDD redistribution stoc!iest, covering ;.2 million retail outlets reaching the entire urban population, and about *9D million rural consumers. 1ome of the products manufactured by Aindustan Jnilever Limited are& Lifebuoy, Lu#, 1urf 3#cel, Ein, /heel, @air H Lovely, =ond%s, 1unsil!, "linic =lus, =epsodent, "lose-up, La!me, <roo!e *C

<ond, Missan, Mnorr-Annapurna, Mwality /all%s. These products are popular in )ndian as well as foreign mar!ets.@or achieving all the goals set, the company needs its employees and to get their support the company needs to motivate them. <EA+.)+: 1TEAT3:N Their main challenge was to reverse the down trading in the categories and re-establish the relevance of their brands in the mind of the consumer. )n *DDD, they had 11D brands, many undifferentiated and lac!ing scale. They chose to focus on 29 power brands covering all consumer appeal and price segments. They are already seeing the benefits. 1i# brands O <roo!e <ond, Lifebuoy, Lu#, @air H Lovely, Ein and /heel O have emerged as mega brands in the last five years, each with sales of more than Es.9DD crores.
Individual items are of small value. But all FMCG products put together account for a significant part of the consumers budget. The consumer keeps limited inventory of these products and prefers to purchase them fre uently! as and "hen re uired. Many of these products are perishable.

The consumer spends little time on the purchase decision. #arely does he$she look for technical specification %in contrast to industrial goods&. Brand loyalties or recommendations of reliable retailer$dealer drive purchase decisions.

Trail of a ne" products i.e. brand s"itching is often induced by heavy advertisement! recommendation of the retailer or neighbours$friends. These products cater to necessities! comforts as "ell as lu'uries. They meet the demands of the entire cross section of population. (rice and income elasticity of demand varies across products and consumers

Meeting Everyday Needs of People Everywhere Aindustan Lever Limited 'ALL( is )ndia?s largest fast moving consumer goods company, with leadership in Aome H =ersonal "are =roducts and @oods H <everages. ALL?s brands, *F

spread across *D distinct consumer categories, touch the lives of two out of three )ndians. They endow the company with a scale of combined volumes of about 6 million tonnes and sales of Es.1D,DDD crores. The leading business maga$ine, Forbes Global, has rated Aindustan Lever as the best consumer household products company. Far Eastern Economic Review has rated ALL as )ndia%s most respected company.

The vision that inspires ALL?s 2*,6DD employees '6D,DDD including :roup "ompanies(, including about 1,6*9 managers, is to meet everyday needs of people everywhere - to anticipate the aspirations of our consumers and customers and to respond creatively and competitively with branded products and services which raise the 5uality of life. This ob4ective is achieved through the brands that the company mar!ets. )t is an ethos ALL shares with its parent company, Jnilever, which holds 91.99I of the e5uity. A @ortune 9DD transnational, Jnilever sells @oods and Aome and =ersonal "are brands through 2DD subsidiary companies in about 1DD countries worldwide with products on sale in a further 9D.

:usiness nature ALL is )ndia?s largest mar!eter of 1oaps, .etergents and Aome "are products. )t has the country%s largest =ersonal =roducts business, leading in 1hampoos, 1!in "are =roducts, "olour "osmetics, and .eodorants. ALL is also the mar!et leader in Tea, =rocessed "offee, branded /heat @lour, Tomato =roducts, )ce cream, 1oups, Pams and 15uashes.

*G

ALL is also one of the country?s biggest e#porters and has been recognised as a :olden 1uper 1tar Trading Aouse by the :overnment of )ndia, it is a net foreign e#change earner. ALL is )ndia?s largest e#porter of branded fast moving consumer goods =roducts, <asmati Eice, "astor -il and its .erivatives. )t is )ndia?s largest e#porter of of the largest global players in castor. arine=roducts, and one

2ar*et leadin &rands ALL%s brands have become household names. The company%s strategy is to concentrate its resources on 2D national power brands, and 1D other brands which are strong in certain regions. The top five brands together account for sales of over Es.2DDD crores. 3ach of these mega brand has a potential scale of Es.1DDD crores in the foreseeable future. 1ome of the big brands in 1oaps and .etergents are Lifebuoy, Lu#, Liril, Aamam, <ree$e, .ove, 'all soaps(, 1urf 3#cel, 1urf, Ein, /heel 'the number one detergent brand in )ndia, and ALL?s largest(, 9D1, 1unlight 'all detergents(. ALL also mar!ets the 8im and .ome# range of Aome "are =roducts. )n the =ersonal =roducts business, ALL?s Aair "are franchises are "linic, 1unsil! and Lu# shampoos, the company mar!ets +ihar oil. )n -ral "are, the portfolio comprises "lose-up and =epsodent toothpastes and toothbrushes. )n 1!in "are, ALL mar!ets @air H Lovely 1!in "ream and Lotion, the largest selling 1!in "are =roduct in )ndia, a brand developed in )ndia, it is now e#ported to over 2D countries. )t has been e#tended as an Ayurvedic cream, an under-eye cream, a soap and a talc, in line with the strategy to ta!e brands across relevant categories. The other ma4or 1!in "are franchises are =ond%s, 8aseline, La!me and =ears. )n 2D

"olour "osmetics, ALL mar!ets the La!me and 3lle-1F ranges. )n .eodorants, the !ey brands are Ee#ona, A#e, .enim and =ond?s, while the

Talc brands are =ond?s, Liril, @air H Lovely, 8aseline and Lifebuoy. A#e and .enim are ALL%s franchises for en%s toiletries. ALL has recently launched Lever Ayush Ayurvedic

Aealth H =ersonal "are =roducts.

ALL has started franchised La!me <eauty 1alons, offering standardised services, in line with the strategy to add a service dimension to relevant brands. ALL is one of the world%s largest pac!et Tea mar!eter. )ts Tea brands 0 Ta4 ahal, Eed

Label, Taa$a, A1, 2Eoses - are among the top brands in the country, it also mar!ets Lipton )ce Tea. ALL and =epsi have formed an alliance to distribute a full range of tea and coffee and softbeverages through vending machines, ALL already has a base of around 19DDD such machines. Aindustan Lever Ltd 'ALL( currently on a price discount include 19D gm Lifebuoy :old 'Es 2 -@@( TEN)+: to match prices with the smaller players, large @ ": companies have been on a price-cutting spree. -f late, Aindustan Lever has announced Knew% prices for their various brands to beat sluggish sales, combined with the introduction of lower-si$ed pac!s to get volumes. ALL is also e#pected to follow suit with its 1urf sachets with the obvious purpose of gaining volumes at the lower end of the mar!et. ALL managers describe the e#ercise as that of dropping price barriers to induce growth for their brands rather than trying to beat the smaller players with their pricing. 21 ore than

benchmar!ing competition, dropping prices is all about triggering growth and this has always been an integral part of their

strategy. 1traddling almost every price segment with its 1MJs, ALL has also been trying to upgrade its consumers, even at the cost of cannibali$ing its own brands. <esides, freebies and promotions have finally been replaced by direct price reductions to lure consumers. -bserves 1u4oy ishra, an analyst .

At Mota! 1ecurities, =romotions have shifted to the trade while freebies have been replaced by price cuts. "onsidering almost every @ ": brand was doling out a freebie, it was time for @ ": players to differentiate themselves. -bserves A. 1undara4an, anaging .irector of mar!et research firm, ar!et 1earch, The

round of freebies has already been played out by the @ ": companies. They are now coming bac! to their core brands at a lower price. ALL have deliberately introduced small pac! si$es.

)t has been wrongly assumed that the advertising function is of recent origin. 3vidences suggest that the Eomans practiced advertising, but the earliest indication of its use in this country dates bac! to the middle Ages, when the use of the surname indicated a man%s occupation. The ne#t stage in the evolution of advertising was the use of signs as a visual e#pression of the tradesman%s function and a means of locating the source of goods. This method is still in common use. The seller in primitive times relied upon his loud voice to attract attention and inform consumers of the availability of his services. )f there were 2*

many competitors, he relied upon his own personal magnetism to attract attention to his merchandise. -ften it became necessary for him to resort to persuasion to pinpoint the advantages of his products. Thus, the seller was doing the complete promotion 4ob himself. .evelopment of retail stores, made the traders to be more concerned about attracting business. )nforming customers of the availability of supplies was highly important. 1ome types of outside promotion were necessary. 1igns on stores and in prominent places around the city and notices in printed matters were sometimes used.

/hen customers were finally attracted to the store and satisfied with the service at least once, they were still sub4ected to competitive influences, therefore, the merchant%s signs and advertisements reminded customers of the continuing availability of his services. 1ometimes traders would tal! to present and former customers in the streets, or 4oin social organi$ations in order to have continuing contacts with present and potential customers. As the mar!ets grew larger and the number of customers increased, the importance of attracting them also grew. )ncreasing reliance was placed on advertising methods of informing about the availability of the products. These advertising methods were more economical in reaching large numbers of consumers. /hile these advertising methods were useful for informing and reminding and reminding, they could not do the whole promotional 4ob. They were used only to reach each consumer personally. The merchant still used personal persuasion once the customers were attracted to his store. The invention of hand press increased the potentialities of advertising. <y 1ha!espeare%s times, posters had made their appearance, and assumed the function of fostering demand for e#isting products. Another important event was the emergence of the 22

pamphlet as an advertising medium. The early e#amples of these pamphlets disclose their sponsorship by companies want to generate goodwill for their activities. The low cost of posters and handbills encouraged a number of publishers to e#periment with other methods.

HLL (Hindustan Lever Limited) now HUL (Hindustan Unilever Limited) Aindustan Lever Limited 'ALL( is )ndia?s largest fast moving consumer goods company. )t is a leading player in home and personal care products, foods and beverages, and speciality chemicals. The product portfolio with its wide range of products sets ALL apartB )t has achieved mar!et leadership in soaps and detergents '1urf( as well as hair and s!in care products '1un 1il!, .ove, Aamam(. )t is the second largest manufacturer of dental care products '"lose-up, =epsodent(. ALL is also mar!et leader in tea 'Ta4(, processed coffee '<ru(, ice cream 'Mwality-/alls(, tomato-based products 'Missan(, 4ams and s5uashes 'Missan(, and branded staples 'Missan Annapurna(. /ith a plethora of brands, "ommunication becomes imperative.

3very company has to communicate the presence of its products to capture a large mar!et share. Aow does a company do that> There are many tools that a mar!eter can use& advertising, hoardings, radio, television and internet adsB /hat%s missing is the freebieB )s sales promotion only made up of Katta free with soap%> This is h"# <>> used sales (r"m"ti"n (r" rammes t" &uild its &rands, 1. "onsider this& /hen .ove was launched in the mar!et, people had a certain reservation against the product. /hy> 26

There were two reasons& a. =rice factor. restrained. b. 1econdly, the rumours of one of its ingredients being animal fat. ALL began a sales promotion campaign& :et .ove soap free with a !ilo of 1urf 3#cel. /ith this promotion tactic, ALL got the opportunity of converting non-users of .ove to users. At the same time changing attitudes of other detergent users by converting them to 1urf users. *. -n the other hand, ALL sought to increase usage of "lose-Jp amongst the target audience by introducing the travel tube, initially giving it free with every *DDgm pac! of toothpaste bought. 2. /hen attac!ed by "avincare of @airever fame, ALL adopted a defensive strategy by giving awayone more @air and Lovely free with every purchase of it'<-:-@(. This is one of the many ways by which a mar!eter can piggybac! on the brand%s standing in the mar!et ost housewives found .ove to be pretty steep and thus consumption was

29

<U> 3O3U>AR :RANDS%

Cl"se+u(

"loseup is synonymous with K@reshness% that gives you the confidence to be close to someone. "loseup, since its launch, has been synonymous with K@reshness% that gives you the confidence to have close physical pro#imity with someone. The brand has always had a youthful communication, one that has always been uni5ue and fun, using music, song and dance to get its message across.)t is aimed at every person who is young at heart. ?e) !acts

@irst AJL offering in the oral care category @irst gel toothpaste in )ndia 0 launched in 1GFD ar!et leader in the gel-segment for almost 2 decades a!ing stars out of models

Fr"m "ur ran e

"loseup Eed Clinic All Clear

"loseup Lemon

int

"loseup

enthol

2;

+ew "lear. Qero dandruff, Pust fabulous hair The "linic All "lear brand was launched in 1GFD in )ndia. )t was !nown as "linic 1pecial then and its name was later changed to "linic All "lear in 1GG;.The brand is also present as Clear in 16 other countries worldwide. To align itself to the international 5uality standards this year "linic All "lear has been relaunched this year as "lear. ?e) !acts

=resence in countries li!e )ndonesia, thailand, phillipines, vietnam, arabia, russia, tur!ey etc "linic is "lear is the only brand that offers specially formulated Anti dandruff shampoo for men "linic All "lear also has Anti .andruff Aair -il that

Fr"m "ur ran e

"lear Active "are

"lear Aair fall defense

"lear Eadiant <lac!

"lear )ce "ool

"lear 1oft :loss

"linic All "lear Active "are

"linic All "lear Aair @all .efense

"linic All "lear )ce "ool

3ears

2C

=ears launched in )ndia in 1GD*, e#uberates a long heritage of purity. )t is so pure that you can actually see through itB =ears launched in )ndia in 1GD*, e#uberates a long heritage of purity and has a pristine 5uality. /ith the goodness of glycerine H natural oils, =ears is gentle enough, even for a baby%s s!in and hence recommended by doctors and pediatricians worldwide. )t is so pure that you can actually see through itB ?e) !acts

The story of this popular soap was first created in 1CFG by a young man called Andrew =ears. This is from whom it derived its nameB The most famous =ears ?face? is ?<ubbles?, from an original painting by 1ir Pohn 3verett illais in 1F;;. The painting later came to be the very first advertising on the brandB

Fr"m "ur ran e

=ears =ure H :entle A$e

=ears :erm 1hield

=ears -il "ontrol

2F

AR3 is a cool, iconic, youth brand available in more than ;D countries. )n )ndia, A#e, which has been launched in 1GGG, is the largest selling ale .eodorant.

AR3 is a cool, iconic, youth brand available in more than ;D countries around the world. )t was launched in )ndia in 1GGG and has already become the largest selling )ndia. Apart from the deos, ?e) !acts +umber 1 male deodorant brand in )ndia. Available in over ;D countries.irst Fr"m "ur ran e ale .eodorant in

A#e )nstinct .eodorant H After shaving lotion

A#e .ar!Temptation - .eodorant H After shaving lotion

A#e =ulse .eodorant H After shaving lotion

A#e .enim 0 .eodorant H After shaving lotion

A#e "lic! .eodorant

A#e Touch .eodorant

A#e .imension 0 .eodorant Limited 3dition

A#e 1ummer 0 .eodorant Limited 3dition

?#alit) Wall@s

2G

Mwality /all%s, the brand with a big heart, offers a range of delightful fro$en desserts that bring smiles to the faces of millions of )ndians 0 !ids, teens and adults. /e do so with our very popular brands - "ornetto, @east, =addle =op, 1election H our award winning parlour concept, 1wirl%s. ?e) !acts

Jnilever is the world?s largest ice cream manufacturer with an annual turnover of more than S9 billion.

Aeartbrand products are sold in more than 6D countries worldwide

Fr"m "ur ran e

"ornetto

@east

=addle =op

1election

Ta' 2ahal

6D

A taste for the finer things in life. "rafted from carefully selected tender leaves from )ndia%s finest tea gardens, the lingering aroma of Ta4 follow. Ta4 ahal is not 4ust a cup of tea, it is a sensory e#perience. ahal always has an impact. /hen a cup of Ta4 is served, compliments

?e) !acts

Ta4 Ta4

ahal was launched in 1G;; by <roo!e <ond. ahal since *DDC has 1aif Ali Mhan as its ambassador, a relevant choce for

today%s )ndian

Ta4

ahal is the most premium brand of tea in the )ndian mar!et.

Fr"m "ur ran e

Ta4

ahal

Ta4

ahal Tea <ags

Ta4 ahal @lavoured Tea <ags

61

Research 2eth"d"l" )

RESEARC< 2ET<ODO>OG=
6*

RESEARC< DESIGN

The research design is the conceptual structure with in which research is conducted it consist the blue print of the collection measurement and analysis of data. )n that pro4ect the research design was adopted for the .escriptive research study the e#ploratory research studies are also termed as formulative research studies. The main purpose of such studies is that of formulating a problem for more precise investigation or of developing the wor!ing hypothesis from an operational point of view The main purpose of the study was to tell the consumer perception in KA . The ma4or emphasis was on the discovery of the ideas and opinions of the consumers at different levels in the e#isting environment. Two methods that are used for the study are& 1. The survey of concerning literature. *. The e#perience study. SA23>E DESIGN

A sample design is a definite plan for obtaining a sample from a given population. )t refers to the techni5ue or the procedure the researcher would adopt in selecting items for the sample. The sample design is determined before data are collected. The sampling used for the study is "onvenience 1ampling. Jnder this sampling design every item or the universe has e5ual chance or inclusion in the sample because this is

62

"onsumers% =erception survey, so we give each person at any place an e5ual probability of getting into the sample. The AJL random sampling are& 1. )t gives each element in the population an e5ual probability of getting into the sample, and all choices are independent of one another. *. )t gives each possible sample combination an e5ual probability of being chosen.

.ATA "-LL3"T)-+ TN=31 -@ .ATA )n the survey two types of data are collected& 1. =rimary data& These data%s are those which are collected for the first time and therefore original in nature. *. 1econdary data& .ata, which have already been collected by someone else and hence =assed through the statistical process. .ATA 1-JE"3 =E) AEN .ATA "-LL3"T)-+

@or the collection of the primary data following methods were used& 1. )nterview method& =ersonal interviews of the customers are ta!en at different levels to get their opinions and suggestions. And the interview was structured in nature. *. Tuestionnaire method& 1tructured 5uestionnaire on the basis of information collected from different sources. The 5uestionnaire contains both open and ended 5uestions. 13"-+.AEN .ATA "-LL3"T)-+ 1econdary data were collected from the following sources& 66

<oo!s related to topic, -rgani$ation documents, .ATA A==E-A"A31 1tratified Eandom =robability 1ample 1election

aga$ines, /ebsites

ethod. ethod

Eesearch )nstrument&- Tuestionnaire, @ocus :roup, -bservation, .irect echanical instrument&- Telephonic ethod

=-=JLAT)-+& 1ampling Jnit&- Advertisement strategies of AJL for retention in oradabad city. costumers creation H

1ample si$e&- 1DD costumers. 1ample 1election =rocedure&- =robability "ontact ethod&- .irect method, Telephone

1tatistical tools used&- :raph.

69

ANA>=SIS A INTER3REATIONS

6;

ANA>=SIS A INTER3REATIONS
-, Fr"m #here d" )"u et in!"rmati"n a&"ut the ne# (r"duct?
Ans#ers Televisi"n Ne#s(a(ers 2a aBines Internet 3eers 6Famil) / Friends7 N", "! res("ndents 6* *; 11 ; 19

Inter(retati"n%
A large si$e of population is influenced by Television and +ewspapers.

6C

0, Which !"rm "! advertisement d" )"u li*e m"re?

Ans#ers Still ima e 2"vin ima e N", "! res("ndents *F C*

Inter(retati"n%
=eople are more affected by advertisement with moving image.

6F

4, F"r )"u advertisement is a s"urce "! %

Ans#ers
)nformation 3ntertainment N", "! res("ndents ;* 2F

Inter(retati"n%
ore number of people consider advertisement as a source of information rather than a source of entertainment.

6G

5, D"es entertainin (r"duct?

Ans#ers Nes +o

advertisement a!!ect )"ur "(ini"n a&"ut the

N", "! res("ndents

*; C6

Inter(retati"n%
3ntertaining advertisement does not affect the opinion of customer about the product

9D

8, D"es in!"rmati"n (r"vided in advertisement a!!ects )"ur "(ini"n a&"ut the (r"duct?
Ans#ers =es N" N", "! res("ndents FC 12

Inter(retati"n%
)nformation provided in the advertisement affect very much on the opinion of consumers about the product.

91

9, D"es lan ua e used in advertisement a!!ects )"ur "(ini"n a&"ut the (r"duct?
Ans#ers =es N" N", "! res("ndents 94 4C

Inter(retati"n%
Language used in the advertisement affects a lot on the opinion of consumers about the product. 9*

C, D"es (resence "! an) cele&rit) in the advertisement a!!ects )"ur "(ini"n a&"ut the (r"duct?
Ans#ers =es N" N", "! res("ndents ;G 21

Inter(retati"n%
=resence of any celebrity affects on the opinion of consumers about the product.

92

., D"es intensit) "! the advertisement a!!ects )"ur "(ini"n a&"ut the (r"duct?
Ans#ers =es N" N", "! res("ndents 9* 6F

Inter(retati"n%
The effect of intensity is very powerful on the opinion of consumers about the product. 96

D, D"es (resence "! s"cial issues in the advertisement a!!ects )"ur "(ini"n a&"ut the (r"duct?
Ans#ers =es N" N", "! res("ndents 9G 61

Inter(retati"n%

99

=resence of social issues in advertisements affects very much on the opinion of consumers about the product.

-1,D" )"u thin* advertisement hel(s in increasin (r"duct?

Ans#ers =es N"

sales "! an)

N", "! res("ndents FC 12

9;

Inter(retati"n%
Advertisement helps very much in increasing the sales of any product.

--,D" )"u #ilin t" (urchase (r"duct "! <U> #ith the in!luence "! the advertisement ?
Ans#ers =es N" N", "! res("ndents FC 12

9C

Inter(retati"n%
FCI respondent are inspire

-0,Which t)(e "! advertisement in!luences )"u m"re?

Ans#ers Nati"nal advertisement >"cal advertisement

N", "! res("ndents C; *6

9F

Inter(retati"n%
+ational advertisements affect people%s opinion more than the local advertisements.

FINDINGS

9G

FINDINGS
Advertisements with moving image are more effective than advertisement with still image. )nformation provided in the advertisement has more influence on consumer%s perception about the product.

Language used in the advertisement also plays important role in increasing effectiveness of an advertisement. )ntensity of advertisement affects the perception of consumers towards the product and leads them for its purchase.

1ocial issues included in advertisement affects the perception of high age group people. +ational advertisement has more influence on consumer%s perception about the product instead of local advertisement. ;D

 Advertisement increases the sales of any product.

>I2ITATIONS

;1

>I2ITATIONS
The mar!eting researcher has to face certain difficulties while he carries out the research wor!. Ae !nows the limitation beforehand, uncontrollable and others are controllable. 1ome important limitations, which are faced by researchers as follows& -

1ample si$e restricted to 1DD only which was very less according total population.

The responses given by respondents were not always accurate because the respondents gave the response according to their understanding.

1urvey is a time consuming process but the time to collect the data for research was very less.

;*

1ometimes the respondents are not willing to fill the hence the resultant may not be correct.

5uestionnaire and

ar!eting researchers studies the behavior that is rational. 8ery often, they do not e#press their feeling correctly what they thin!. )n such cases their habitual, practice, preferences cannot be assessed correctly.

SUGGESTIONS
;2

SUGGESTIONS
Advertisement should be made with !eeping the determinants of effectiveness in mind. Advertisement should be according to the product and its suitability with different age groups. To ma!e advertisement more effective all the determinants of effectiveness should be ta!en care of.

)nvestment in advertisement should be made with great care of media of advertisement and type of advertisement. Advertisers should develop new and more effective ways of advertisement.

;6

CONC>USION
;9

CONC>USION

AJL reveals that all the determinants are not internally e5ual they are significantly different from one another. 1imilarly, all the parameters are not internally e5ual they are significantly different from one another.

)n order to measure the effectiveness of advertising, which approach 'communication effectiveness or sales effectiveness(, is more suitable> Two factors are to be considered in deciding the approach. They are -, Relevance "! advertisin "&'ectives "n the "verall (er!"rmance "&'ectives% :enerally advertising managers would li!e to !now the role of advertisements on the overall performance of the business firm i.e., return on investment and on profitability. A sale is a determining factor of company performance. ;;

0, Di!!icult) and c"st "! "&tainin data needed t" evaluate e!!ectiveness% :enerally communication measures are easy to follow than sales effectiveness measures. )f the measures of advertising are more relevant they will be difficult and costly. )f it is less difficult and cheap the measures will not be more relevant. Therefore, the advertising manager has to ma!e a balance between these two approaches.

:I:>IOGRA3<=
;C

:I:>IOGRA3<=

:OO?S+ <eri :. 1 ar!eting Eesearch 'Tata c:raw-Aill(, 1GG2, *nd 3d.

Motler, =hilip and Armstrong, :raw - =rinciples of publication, edition *DDC, +ew .elhi

ar!eting, =earson 3ducation

Mothari ". E, Eesearch age =ublication, +ew .elhi.

ethodology,

ethods H Techni5ues, * nd edition, +ew

1harma P. M - <usiness 1tatistics '=earson 3ducation(, 2rd edition.

;F

Internet We&site www.AJL.co.in www.=Hg.com

;G

EUESTIONNAIRE

EUESTIONNAIRE

1. @rom where do you get information about the new product> a. Television b. +ewspapers c. aga$ines U U U U V V V V V

d. )nternet

e. =eers 'friends7family( U

CD

*. /hich form of advertisement do you li!e more> a. 1till image ' aga$ines 7 +ewspapers( b. oving image 'Television 7 )nternet( U U V V

2. @or you advertisement is a source of a. )nformation b. 3ntertainment U U V V

6. .oes an entertaining advertisement influences your opinion about the product> a. Nes b. +o U U V V

9. .oes information provided in advertisement affects your opinion about the product> a. Nes b. +o U U V V

;. .oes language used in advertisement affects your opinion about the product> a. Nes b. +o U U V V C1

C. .oes presence of any celebrity in the advertisement affects your opinion about the product> a. Nes b. +o U U V V

F. .oes intensity of the advertisement affects your opinion about the product> a. Nes b. +o U U V V

G. .oes presence of social issues in the advertisement affects your opinion about the product> a. Nes b. +o U U V V

1D. .o you thin! advertisement helps in increasing sales of any product> a. Nes b. +o U U V V C*

11. .o you wiling to purchase product of AJL with the influence of the advertisement> a. Nes U V b. +o U V

1*. /hich type of advertisement influences you more> a. +ational advertisement b. Local advertisement U U V V

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